The Effect Of Brand Crisis In Budget Hotel On Consumer Purchase Intention

From1996the first budget hotel came into China to2013, budget hotels haveachieved rapid development in both terms of scale and management ability. Budgethotel take up the top five seats of the30strong Chinese hotel chain brands, whichreflects the budget hotel brand owns good growth and consumer recognition. But inan increasingly complex market environment, the reputation and economic of budgethotel is inevitably affected by the crisis events. How to manage the brand crisis hasbecome the focus of attention in academia and hotel managers. The main purpose ofthe study are as follows: to investigate whether the influences of different types ofcrisis on consumer purchase intention are significantly different; whether theinfluences of different response strategies on purchase intention are significantlydifferent; to explore the adjustment function of original brand relationship quality andconsumer’s risk attitudes, and research the effect of perceived risk on consumerpurchase intention.Different from previous study of budget hotel brand, this study adopts thesituational experiment method, and conducts a questionnaire survey though thenetwork and field for the consumers of budget hotel researches by adapting actualcrisis case. Using analysis of variance, regression analysis, structural equation modelto analyze the data and the theoretical hypothesis can be tested, in order to build aconceptual model of this study. The results indicate that: budget hotel crisis eventssignificantly impact on consumer’s perceived risk and purchase intention, whileproduct harm crisis and non-product harm crisis have no significantly influence onconsumer’s perceived risk and purchase intention; under the crisis, clarification andcorrective action is better than no response, and there is no significant differencebetween clarification and corrective action impacting on consumer’s purchaseintention; perceived risk generates a significant negative impact on consumerpurchase intention; the regulation of consumer brand relationship quality impacts onconsumer purchase intention is not entirely true.According to the conclusion, this research put forward the managementenlightenment of budget hotel. In order to prevent the crisis, enterprises should payattention to the product regulatory at the same time in the development of thecompany. After outbreak of the crisis, the company should take proper tactics andmeasures to improve the efficiency of crisis management and reduce the negativeimpact of the crisis. To alleviate the crisis, budget hotel should strengthencommunication with the consumers in order to consolidate the brand relationshipquality.